In the heart of Riyadh’s creative quarter, something electric unfolded on May 15. At The Warehouse in the JAX District, a crowd of creatives, tastemakers, and music lovers gathered for a night that blurred the lines between a fragrance launch and a cultural moment.
he event, Behind the Scent, marked the launch of the AXE Fine Fragrance Collection in Riyadh — four elevated fine fragrances crafted to rival the world’s most luxurious scents. Built with depth and long-lasting performance, the collection signals a new chapter for AXE: one that leans into modern luxury without losing its bold edge.
The space pulsed with neon light and industrial grit, setting the scene for an immersive experience. DJ Mubarak, one of Saudi Arabia’s breakout music talents, took the stage with a genre-blending set that fused slick modern production with a sense of place. Known for his Instagram covers and his ability to flip familiar sounds into something fresh, Mubarak channelled the same ethos behind the fragrance collection: bold, unexpected, and confident.
Traditional met modern when a Samri band joined the lineup — infusing the room with percussive energy and a cultural heartbeat that reminded everyone where this night was rooted. The blend of heritage and contemporary flair made the event more than just a launch. It became a statement of Saudi creativity, style, and evolving identity.
As the scent of the four signature sprays lingered in the air — think spicy notes, crisp freshness, and warm woods — it became clear this wasn’t just about smelling good. It was about self-expression and leaving a lasting impression.
Smell irresistibly sweet for longer with the AXE Fine Fragrance Collection — inspired by premium perfumes and created by world-renowned perfumers. The collection includes a range of standout scents: Cherry Spritz, Watermelon Freeze, Black Vanilla, Blue Lavender, Purple Patchouli, and Aqua Bergamot — each designed to leave a lasting impression.
